Proposal for Netflix Orange Is the New Black 23 February 2016
CREATIVE IDEAS
TH E
THE
THE
L I T C H FI E LD
LI TC H F I EL D
L I T C H F I EL D
SS16
SS16
SS16
COL L E CTIO N
COLLECTION
COLLECTION
CONCEPTS Orange Is the New Black Litchfield Lifestyle - Collection
We create a series of parody cultural lifestyle ads focussing on fashion, jewellery and dining with the twist being what the ‘Litchfield’ equivalent of these would be.
1. Scroll through different fashion
2.
3.
models all wearing the same jumpsuit
SEASON 4 COMING SOON
4. Endframe
5. Backup image
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CONCEPTS Orange Is the New Black Litchfield Lifestyle - Bracelet
LITCHFIELD
LITCHFIELD
JEWELLERY
JEWELLERY
CARBON STEEL BRACELETS
CARBON STEEL BRACELETS
We create a series of parody cultural lifestyle ads focussing on fashion, jewellery and dining with the twist being what the ‘Litchfield’ equivalent of these would be.
1. Model wearing handcuffs
2. Slowly zoom in on a model posing in handcuffs
SEASON 4 COMING SOON
3. Endframe
4. Backup image
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CONCEPTS Orange Is the New Black
The Litchfield Canteen Minimal Cuisine
The Litchfield Canteen Minimal Cuisine
Litchfield Lifestyle - Cuisine
We create a series of parody cultural lifestyle ads focussing on fashion, jewellery and dining with the twist being what the ‘Litchfield’ equivalent of these would be.
1. Beautiful, stylishly shot image of a tray of
2. Steam animates
prison food
SEASON 4 COMING SOON
3. Endframe
4. Backup image
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CONCEPTS Orange Is the New Black Meet the Inmates
WHO’S WAITING FOR YOU INSIDE?
This route invites those whom have never seen the show and existing fans alike to meet the Inmates of Litchfield. Each ad features a promo shot of a character and a call to action entices the user to find out more about them. Once the user has interacted they are shown a short, entertaining video clip (taken from
FIND OUT
seasons 1-3) that compellingly reflects 1. Promo shot of Red
the corresponding character.
2. Clip of Red
WHO’S WAITING FOR YOU INSIDE?
FIND OUT 1. Promo shot of Big Boo
2. Clip of Big Boo
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CONCEPTS Orange Is the New Black Meet the Inmates
This route invites those whom have never seen the show and existing fans alike to meet the Inmates of Litchfield. Each ad features a promo shot of a character and a call to action entices the user to find out more about them. Once the user has
WHO’S WAITING FOR YOU INSIDE?
interacted they are shown a short, entertaining video clip (taken from seasons 1-3) that compellingly reflects the corresponding character.
FIND OUT 1. Promo shot of Sophia
2. Clip of Sophia
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CONCEPTS Orange Is the New Black Missing You
MISSING YOU
Here we encourage users to think about what the thing they’d most miss in prison would be, helping them to relate personally to the plight of the characters on the show. Each ad shows an example of something typically dear to the hearts of this target audience with the intriguing message ‘Missing you’ before revealing why this item is, in fact, 1. Image of a cat
2. Reveal that this is a photo stuck to the wall of
being missed.
a prison cell
SEASON 4 COMING SOON
3. Endframe
4. Backup image
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CONCEPTS Orange Is the New Black Missing You
MISSING YOU
Here we encourage users to think about what the thing they’d most miss in prison would be, helping them to relate personally to the plight of the characters on the show. Each ad shows an example of something typically dear to the hearts of this target audience with the intriguing message ‘Missing you’ before revealing why this item is, in fact, 1. Image of a delicious meal
2. Reveal that this is a photo torn out from a
being missed.
magazine stuck to the wall of a prison cell
SEASON 4 COMING SOON
3. Endframe
4. Backup image
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CONCEPTS Orange Is the New Black Missing You
MISSING YOU
Here we encourage users to think about what the thing they’d most miss in prison would be, helping them to relate personally to the plight of the characters on the show. Each ad shows an example of something typically dear to the hearts of this target audience with the intriguing message ‘Missing you’ before revealing why this item is, in fact, 1. Image of a pair of designer shoes
2. Reveal that this is a magazine advert stuck to
being missed.
the wall of a prison cell
SEASON 4 COMING SOON
3. Endframe
4. Backup image
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CONCEPTS Orange Is the New Black Dinner Tray - Tablet Interstitial
This route plays with how the format of the tablet in the user’s hand is very similar to holding a prison tray to create a fun, interactive experience.
1. The tablet screen is filled with a POV image of
2. A ladle enters frame and serves various types
an empty dinner tray
of food onto the tray
3. A ladle serves various types of food onto the tray
4. A ladle serves various types of food onto the tray
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CONCEPTS Orange Is the New Black Dinner Tray - Tablet Interstitial
DINNER IS SERVED
5. When the user tilts their tablet, the peas roll
This route plays with how the format of the tablet in the user’s hand is very similar to holding a prison tray to create a fun, interactive experience.
6. After 10 seconds the ad times out to end frame
around on the tray
SEASON 4 COMING SOON
7.
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CONCEPTS Orange Is the New Black Say Goodbye - Mobile
This route uses personal, contextualised targeting on both smartphone and tablet to dramatically and disruptively demonstrate to users the reality of life in Litchfield. The ads would include both iOS and Android variants, each using the respective power icons of the device.
SAY GOODBYE TO YOUR PHONE
1. Mobile’s powering down
2.
3.
sequence plays for a couple of seconds
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CONCEPTS Orange Is the New Black Say Goodbye - Tablet
This route uses personal, contextualised targeting on both smartphone and tablet to dramatically and disruptively demonstrate to users the reality of life in Litchfield. The ads would include both iOS and Android variants, each using the
SAY GOODBYE TO THE INTERNET
1. Tablet’s powering down sequence plays
2.
respective power icons of the device.
3.
for a couple of seconds
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CONCEPTS Orange Is the New Black HPTO – New BFF
Meet Your New BFF
This fun and disruptive homepage takeover would run on the day that the new season is released to stream on Netflix.
1. A normal website page. The skin of the page contains the Orange Is The New Black branding. In the banner we see the smiling face of a woman who, the copy tells us, is your ‘new BFF’.
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CONCEPTS Orange Is the New Black HPTO – New BFF
This fun and disruptive homepage takeover would run on the day that the new season is released to stream on Netflix.
2. The camera pans right to reveal the rest of the woman’s body in the MPU. We now see that she is in a prison outfit and is handcuffed.
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CONCEPTS Orange Is the New Black HPTO – New BFF
This fun and disruptive homepage takeover would run on the day that the new season is released to stream
SEASON 4 NOW STREAMING
on Netflix.
3. The message, branding and trailer appear in the banner and MPU ad formats on the page.
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CONCEPTS Orange Is the New Black HPTO – Bars
This fun and disruptive homepage takeover would run on the day that the new season is released to stream on Netflix.
1. A normal website page. The skin of the page contains the Orange Is The New
2. Prison bars enter frame from right, sliding across…
Black branding.
3. …eventually covering the whole webpage
4. A video of the new season trailer then appears in the middle of the page, the rest of which becomes tinted black.
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CONCEPTS Orange Is the New Black HPTO – Dinner Tray
This fun and disruptive homepage takeover would run on the day that the new season is released to stream on Netflix.
1. The whole webpage is taken over with video of two hands holding a dinner tray seen from above POV. Steam is coming off the food and the gravy is bubbling.
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CONCEPTS Orange Is the New Black HPTO – Dinner Tray
This fun and disruptive homepage takeover would run on the day that the new season is released to stream on Netflix.
2. The dinner tray resolves to become the normal webpage and the message, branding and trailer appear in the banner and MPU ad formats on the page.
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CONCEPTS Orange Is the New Black HPTO - Canteen
This fun and disruptive homepage takeover would run on the day that the new season is released to stream on Netflix.
1. The skin of the webpage contains video of a queue of moving dinner trays as they enter from the left hand side empty, get filled up with food along the top and then exit the screen bottom right. The message and branding appears in the banner and MPU ad formats on the page.
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CONCEPTS Orange Is the New Black Inside Litchfield - Web Experience
We leverage the first person promo videos to create a first person interactive experience of Litchfield. Users can walk around different parts of the prison and upon entering different rooms, access video content of sequences inside those rooms, but shot from a first person point of view. The Control room features a bank of monitors and serves as a mechanism to house a lot of video content from the show that can be constantly changed and updated. Where appropriate, we would pepper the surroundings with ‘Easter Egg’ references from earlier seasons for Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
the die-hard fans. We would also create an ad route based around this first person experience.
START SENTENCE
1. The sign-up page shows an image of the exterior of Litchfield.
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CONCEPTS Orange Is the New Black Inside Litchfield - Web Experience
Processing
We leverage the first person promo videos to create a first person interactive experience of Litchfield. Users can walk around different parts of the prison and upon entering different rooms, access video content of sequences inside those rooms, but shot from a first person point of view. The Control room features a bank of monitors and serves as a mechanism to house a lot of video content from the show that can be constantly changed and updated. Where appropriate, we would pepper the surroundings with ‘Easter Egg’ references from earlier seasons for the die-hard fans. We would also create an ad route based around this first person experience.
2. Once inside the first stage is ‘processing’ …
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CONCEPTS Orange Is the New Black Inside Litchfield - Web Experience
We leverage the first person promo videos to create a first person interactive experience of Litchfield. Users can walk around different parts of the prison and upon entering different rooms, access video content of sequences inside those rooms, but shot from a first person point of view. The Control room features a bank of monitors and serves as a mechanism to house a lot of video content from the show that can be constantly changed and updated. Where appropriate, we would pepper the surroundings with ‘Easter Egg’ references from earlier seasons for the die-hard fans. We would also create an ad route based around this first person experience.
3. …this leads into the video of the security guard giving you your inmate orientation.
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CONCEPTS Orange Is the New Black Inside Litchfield - Web Experience
We leverage the first person promo videos to create a first person interactive experience of Litchfield. Users can walk around different parts of the prison and upon entering different rooms, access video content of sequences inside those rooms, but shot from a first person point of view. The Control room features a bank of monitors and serves as a mechanism to house a lot of video content from the show that can be constantly changed and updated. Where appropriate, we would pepper the surroundings with ‘Easter Egg’ references from earlier seasons for the die-hard fans. We would also create an ad route based around this first person experience.
4. There would be many corridors to explore. This one leads to the control room…
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CONCEPTS Orange Is the New Black Inside Litchfield - Web Experience
We leverage the first person promo videos to create a first person interactive experience of Litchfield. Users can walk around different parts of the prison and upon entering different rooms, access video content of sequences inside those rooms, but shot from a first person point of view. The Control room features a bank of monitors and serves as a mechanism to house a lot of video content from the show that can be constantly changed and updated. Where appropriate, we would pepper the surroundings with ‘Easter Egg’ references from earlier seasons for the die-hard fans. We would also create an ad route based around this first person experience.
5. …where inside there would be a security desk and a bank of monitors. The user can click on any monitor and a short clip from the show would play.
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CONCEPTS Orange Is the New Black Inside Litchfield - Ad route
We leverage the first person promo videos to create a first person interactive experience of Litchfield. Users can walk around different parts of the prison and upon entering different rooms, access video content of sequences inside those rooms, but shot from a first person point of view. 1. An arrow indicates that the user can ‘Experience
2. Clip of (Red) canteen promo
Litchfield’ with a choice of two doors to enter
The Control room features a bank of monitors and serves as a mechanism to house a lot of video content from the show that can be constantly changed and updated. Where appropriate, we would pepper the surroundings with ‘Easter Egg’ references from earlier seasons for the die-hard fans. We would also create an ad route based around this first person experience.
1. Outside the Processing room the user is enticed
2. Clip of security guard promo
to ‘Experience Litchfield’ with a little bouncing arrow
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CONCEPTS Orange Is the New Black Inside Litchfield - Ad route
We leverage the first person promo videos to create a first person interactive experience of Litchfield. Users can walk around different parts of the prison and upon entering different rooms, access video content of sequences inside those rooms, but shot from a first person 1. An arrow indicates that the user can ‘Experience Litchfield’ with a choice of two doors to enter
point of view. 2. Clip of (cast) canteen promo
The Control room features a bank of monitors and serves as a mechanism to house a lot of video content from the show that can be constantly changed and updated. Where appropriate, we would pepper the surroundings with ‘Easter Egg’ references from earlier seasons for the die-hard fans. We would also create an ad route based around this first person experience.
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CONCEPTS Orange Is the New Black Twitter Jailbird - App authentication
We give users the opportunity to customise their Twitter profile in a uniquely ‘Orange Is The New Black’ way. When they opt in, their profile is changed automatically; their name becomes a
BECOME A
serial number, their profile picture gets bars placed over it, their banner image at the top becomes a Litchfield Prison graphic and their personal description
TWITTER JAILBIRD
simply reads, ‘property of Litchfield Federal Women’s Correctional Facility’. Also, all links, hashtags and mentions appear in an orange font. An automatically generated tweet would appear in their feed with a trailer for the
Sign in with Twitter
new season.
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CONCEPTS
LITCHFIELD PRISON WOMEN’S CORRECTIONAL FACILITY
Orange Is the New Black Twitter Jailbird - Twitter.com
We give users the opportunity to customise their Twitter profile in a uniquely ‘Orange Is The New Black’ way. When they opt in, their profile is changed automatically; their name becomes a
TWEETS
4,248
799-0802-90 @username
Property of Litchfield Federal Women’s Correctional Facility.
Tweets
FOLLOWING
1,912
FOLLOWERS
FAVORITES
5,491
Tweets & replies
157
LISTS
Follow
3
Photos & videos
Who to follow
Refresh View all
Hootsuite @hootsuite Followed by @PonyTheKnee
799-0802-90 @username · Sep 15
#WelcomeToLitchfield Season 4. Coming Soon. Watch the trailer:
Follow Awwwwards @awwwards Follow
Lichfield, NY netflix.com/OITNB
Medium @Medium
Joined August 2009
Follow
Tweet to @username
Popular accounts Find friends
10 Followers you know
Trends
serial number, their profile picture gets bars placed over it, their banner image at the top becomes a Litchfield Prison graphic and their personal description simply reads, ‘property of Litchfield Federal Womens’s Correctional Facility’. Also, all links, hashtags and mentions appear in an orange font. An automatically generated tweet would appear in their feed with a trailer for the new season.
Change
#peacelove&unity Promoted by The Universe #Yosemite #NQ
Manchester
21 Photos and videos
#Design_By_Day
1
#branding
799-0802-90 @username · 5h
Lorem ipsum @userhello 1
799-0802-90 @username · 10h
Lorem ipsum dolor sit amet, consectetur #adipiscing elit, sed do eiusmod tempor #incididunt ut labore et dolore magna aliqua 1
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CONCEPTS Orange Is the New Black GIFs
We create a series of looping video Gifs to depict life in Litchfield. All contain the #welcometolitchfield hashtag and Orange Is The New Black branding throughout. We would release these on social media with the objective that they be shared by fans.
1. Loop of row of dinner trays in the canteen line moving from left to right
2.
in the queue to get their food.
3.
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CONCEPTS Orange Is the New Black GIFs
We create a series of looping video Gifs to depict life in Litchfield. All contain the #welcometolitchfield hashtag and Orange Is The New Black branding throughout. We would release these on social media with the objective that they be shared by fans.
1. A single line drawn on a wall.
2. Two more lines drawn on a wall.
3. Four lines drawn on wall, then the the fifth line crosses through them. Pan right to next blank bit of wall and the video repeats.
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CONCEPTS Orange Is the New Black GIFs
We create a series of looping video Gifs to depict life in Litchfield. All contain the #welcometolitchfield hashtag and Orange Is The New Black branding throughout. We would release these on social media with the objective that they be shared by fans.
1. POV of female arm in an orange jumpsuit doing bicep curls, playing in
2.
an endless loop.
3.
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CONCEPTS Orange Is the New Black GIFs
We create a series of looping video Gifs to depict life in Litchfield. All contain the #welcometolitchfield hashtag and Orange Is The New Black branding
#WelcomeToLitchfield Season 4. Coming Soon. www.netflix.com/oitnb
throughout. We would release these on social media with the objective that they be shared by fans.
1
GIF in-situ
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